In 2011 in Malmo, Sweden, a company that came with the purpose of changing some things in the evolution of skate was founded. Inspirer and creator of Polar Skate Co. is the well-known skater Pontus Alv, who discerned a negative commercialization trend in the space. Polar Skate Co. Founded by Alv to serve the skateboard culture respectfully, as a fast rising brand he would go on to partner with Carhartt WIP and Converse.